Marketing Essentials and Strategic Plans

The provided report emphasizes the significance of marketing essentials in every sector of an organization to achieve growth. Marketing managers must understand their roles and responsibilities to increase production and satisfy customer needs. Effective marketing strategies can help organizations perform work more efficiently, decrease wastage levels, and produce products when there is an actual need.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Roles and responsibilities of marketing functions.................................................................1
P2 How roles and responsibilities of marketing relate to wider organisational context.............2
P3 marketing mix strategy of top shop.......................................................................................3
CONCLUSION................................................................................................................................6
.........................................................................................................................................................7

INTRODUCTION
Marketing revolves around various techniques of selling, distributing, advertising and
branding of different products and services in a market to satisfy consumers needs and wants.
According to Dr. Philip kotler marketing is a science and art of creating, exploring and
delivering values to satisfy needs of target market at profit. Unfulfilled needs and desire are
identified as marketing. It generally put focus on that segment of a company which is capable to
serve best and promote appropriate services and products. In this report, chosen organisation
here is Top shop which is a British multinational fashion retailer shop. Their main products are
clothing, shoes, make-up and accessories. In this project, roles and responsibilities of marketing
functions are discussed. Ways in which marketing relate to wide organisational context are also
described here(Baker and Saren,2016). Marketing mix of top shop is also given in this project.
P1 Roles and responsibilities of marketing functions
Marketing is a process in which different activities related to buying, selling, advertising
and promoting takes place. It is an essential element in every business organisation to perform
their work effectively. In this report, it is important for Top shop to implement various marketing
concept in order to identify area of marketing (Seven Functions of Marketing, 2018). This
process helps a company to enhance their level of performance and deliver better amount of
consumer satisfaction.
Roles of marketing
Marketing plays an very important role in creation of effective plan which helps a company to
promote their different products and services. By implementing effective strategy of marketing
Top shop enhances their enhance productivity and generate good profit. Company also have
good consumer support which directly emphases on bottom line of a company and also help in
generating new consumers. There are some roles and responsibilities discussed below which will
help Top shop to increase their earnings:
Create market plan: Market manager need to evaluate marketing nature of company and then
develop an action plan according to them. They have to evaluate sales forecast, sales promotion
and distribution channels of products in order to accomplish marketings goals.
1

Work with top management: Work with top management is fundamental responsibility of
marketing manager. They have to assist top management to determine marketing plans . This
will help organisation to formulate sound business policies.
Launch new products and services: In order to retain old consumer and attract new
consumers, marketing manager have to evaluate market needs. They need to launch new
products and services to provide satisfaction to their existing consumers and attract new
consumers
Responsibilities of marketing
Marketing manager have one of the most important responsibility towards all other departments
in an organisation. Top shop marketing team coordinates with all department to fulfil company
pre set targets. Marketing team also have their responsibility towards consumers(Baack,Harris
and Baack, 2013). Company evaluate market and consumer in their best way to discover their
actual needs and wants. This will help company to become more effective and efficient.
Responsibility towards employees: Marketing manger have great responsibilities
towards employees of a company. They have to provide effective training and learning
programs. Manager have responsibility to motivate them and evaluate their performance and
manages coordination between all employees.
Responsibility towards organisation: Marketing manager is having very important
responsibility to evaluate resources in order to perform marketing functions. They have authority
to achieve company pre set objectives. Manager have responsibility to plan and control all
activities related to marketing. Manager have to gather market research and then decide quantity
of production.
P2 How roles and responsibilities of marketing relate to wider organisational context
Marketing is defined as an area where a company is associated in buying and selling of a
product and services. Which includes activities like selling, advertising and delivering of
products to consumers(Clow and James 2013). Marketing plays a very essential part in
performing every organisation function in order to achieve growth. Whereas an organisational
structure is a systematic set of authorities, responsibilities and duties of a company. This set of
structure mainly includes manner in which responsibilities and authorities are firmly divided to
each and every individual in a company. In relation to this, Top shop which is a British
multinational fashion retailer store are using marketing function to promote their business
2

worldwide. Marketing team of company coordinates with all other departments to formulate and
operate their functions more efficiently.
Marketing and Finance: Marketing and Function is most important component in every
organisation . Finance branch deals in financial factors of a company that includes budgeting,
costing, financial and profit performance of company. Whereas, marketing factor aims towards
satisfaction of customers needs and wants. There are various function which are performed by
marketing are buying, selling, publicity and advertisement of products and services(Huang and
Sarigöllü, 2014). Top shop marketing and finance team perform work together and build a
smooth business relationship that fulfils organisational need of higher growth. Finance team help
marketing team by providing them require amount of funds to perform branding and performing
related to any product or service. Whereas marketing team benefit finance unit by providing
them information about where than locate and rise their source of funds. This will aid
organisation by using there funds in appropriate manner and reduce their cost.
Marketing and Production: Marketing and production department are interrelated to
each other. Marketing unit helps production unit by producing them details about consumer taste,
preferences, market demand and culture(Lovelock, 2011) . With this Top shop can able to reduce
their level of wastage. On the other hand, production team helps marketing body by giving them
products with great quality and higher value. Both teams in company work complimentary to
each other and helps organisation to fulfil high success rates and profit.
Marketing and HRM: Human resource management deals in recruiting human
workforce in an organisation. Whereas marketing relates in branding and promoting products
and service in marketplace. In top shop marketing teams take help of HR team to find effective
employees for their department. HR unit help them by evaluating and hiring beneficial workers
for them. While marketing manager analyse competitors policies and provide required data to
HR team. This will benefit organisation by retaining essential employees and help company to
enhance their growth and profit.
Marketing and Research& Development: Marketing and research & development
body perform their work in an complementary manner. Research and development units perform
their role in investigation of different activities to increase quality of existing product and
service. Whereas marketing revolves around advertising and branding(Ahmed and Rafiq, 2013.).
3

R&D unit coordinates with marketing by providing them elaborated investigation related to any
product or services and provide them competitors branding and promoting techniques to
implement effective measure to gain competitive advantages. Whereas marketing team help
R&D unit by giving them details of an specific area to research. This will benefit an organisation
to save their time and use it in other important function and this will help them to increase their
profitability.
Marketing and IT department: Information technology consists of a formal structure of
computer networks and equipments. It plays a very important role in an organisation. With help
of this company can store their data and keep them as a record for future purpose. In top shop
both IT and marketing units maintain a effective working relationship. IT body provides various
source of promotional activities sites to marketing team like websites, social media, blogs etc.,
whereas marketing units helps IT body by providing them information about types of consumer
level, region and area of promotion.
Marketing and strategic department: Strategic management is an area in which
identification and description of strategies is done by manager in order to attain better
performance level and generate competitive advantages for company. In top shop both marketing
and strategic department perform their function together. Regarding to this, strategic department
will help marketing team by offering them a proper strategies of marketing, they provide detailed
information about area of marketing and different marketing strategies which a marketing team
can use in their promotion methods. On other hand marketing team provide information to
strategic department related to performance of their action plans, briefly report of overall
activities. This will help business organisation to manage their functions and enhance company
productivity and growth.(Silberschatz, Galvin and Gagne,2014).
P3 marketing mix strategy of top shop
It is a set of strategies which is use by a company to promote their products and services
in a market. This will help Top shop to make an effective plans for their business in order to
generate marketing intelligence. It help an organisation to identify a convenient marketing
strategy to enhance their productivity in dynamic market. It plays an essential role in distribution
of goods. It acts as a counsellor in order to enhance productivity of a company for long
run(Silberschatz,Galvin and Gagne, 2014). This method help a company to identify their strength
4

and weakness and take effective measure to overcome them. In relation to this, seven marketing
p's which are followed by Top shop and H&M have been discussed here:
7P'S Top Shop Hennes & Mauritz ( H&M)
Products Top shop provide variety of products
which includes clothing shoes,
accessories and cosmetics to their
consumers. It is having more than 500
stores worldwide. There products are of
best quality and are available in
different locations. Quality of its
products like fashionable and trendy
clothes will help them to gain better
consumer attraction which
automatically increase competitive
advantages to them.
H&M also serves in clothing and
accessories sector. They mainly focus on
clothing for men, women and
teenagers .They have more than 4500
stores. Quality of their products are little
bit less than top shop. This company
emphasis on introduction of new products
which includes clothing and accessories
range.
Price Top shop use different type of pricing
techniques which includes price
discrimination, value price to sell their
products in market. They provide
affordable pricing structure to every
level of consumers. It helps them, to
attract new consumers.
H&M also have affordable pricing
techniques in order to improve there brand
image and integrity. They have adopted
low range of price line to compete against
top shop.
Place This element refers distribution
channels and strategies of a company to
get their products delivered to
consumers. Strategies and channel of
distribution in top shop are different in
every area and regions. They have
H&M distribution strategies are mostly
same as top shop but they did not follow
intense system of distribution that means
their stores are not open 24/7. Their
clothing stores are located in mostly prime
locations and residential areas.
5

intense system of distribution as their
stores remains open 24/7 in some areas.
Promotion Top shop have finest advertising
techniques as compared to their
competitors(Babin and Zikmund,
2015). They use various advertisement
methods like television, internet and
newspapers to maintain strong
communication of bridge with their
customers. They are using different
attractive sales techniques for example,
if a person have done shopping of 300
euro then they will get a gift hamper of
50 euro.
H&M use advertisement methods like
public hoardings, bus shelters, televisions
etc. their mainly focus on clothing line of
men women and kids.
People More than 15000 employees are
working in top shop and 50% of their
restaurants are managed by women.
Main objective of top shop marketing
mix is to resolve every consumer query
as much as they can. In order to,
increase their business productivity and
growth.
H&M award their employees with
rewards and compensations. It helps in
increasing there motivation level and
enhance performance.
Physical
Evidence
Top shop includes various elements of
physical environment and different
consumer experiences. It generates
good impact on company as well as on
their customers. They manages their
physical environment (that includes
They put main focus not only on
outsiders but also evaluate the ways in
which their business functions. This will
help H&M to give tough competition to
their competitors.
6

condition of their interior environment)
really well.
Process It refers to various activities that are
require to achieve specific objectives
for a company. In relation to this, best
and finest quality for fabrics is key
factor of top shop company. Which will
help company to generate loyal
customers and long term profit.
They provide good quality of fabrics in
process making of cloth(opolšek and
Čurin, 2012.). And have introduced new,
attractive and latest trend of clothes to gain
competitive advantages.
Hence, marketing mix of top shop shop and H&M are good but top shop serves their
customers in finest way with their great quality of products. Which help them to gain customer
loyalty which proves as an essential element to enhance growth and perform their business for
long term. Advertisement techniques which are use by top shop is more effective and attractive
as compare to H&M. They use different channel of promotions to promote their products and
services. This Company is using price discrimination pricing techniques to sell products in
market. And for distributing products they are implementing intense mode of distribution
channel. This will allow them to open their store 24/7. It will benefit organisation to increase
their earnings and productivity.
CONCLUSION
As per above mentioned report, this has been conclude that marketing essentials plays a
very important role in every sector of organisation to achieve growth. This element coordinates
with every department of company to enhance overall production and performance. Marketing
manager need to understand their roles and responsibilities to increase their production.
Marketing aims towards to satisfy needs and wants of costumers. An effective marketing
strategies will help an organisation to perform their work more efficiently. This element provides
a smooth link between consumers and company. This will help an organisation to decrease their
wastage level and produce their products when there is an actual need. Hence, it is very essential
for a company to implement various marketing measures and have strong strategic plans to
perform their business functions.
7

8

REFERENCES
Books and journal
Baker, M. J. and Saren, M. eds., 2016.Marketing theory: a student text. Sage.
William, K. and Zikmund, B.J., 2012. Essentials of marketing research.London: Cengage
Learning.
Baack, D. W., Harris, E. G. and Baack, D., 2013.International marketing(Vol. 3). Sage.
Silberschatz, A., Galvin, P. B. and Gagne, G., 2014.Operating system concepts essentials. John
Wiley & Sons, Inc..
Joshi, M., 2012.Essentials of marketing. Bookboon.
Brady, D. L., 2014.Essentials of international marketing. Routledge.
Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012.Bayesian statistics and marketing. John
Wiley & Sons.
Clow, K. E. and James, K. E., 2013.Essentials of marketing research: Putting research into
practice. Sage.
Silver, L and et al, 2012.The essentials of marketing research. Routledge.
Lovelock, C., 2011.Services marketing: People, technology, strategy. Pearson Education India.
Babin, B. J. and Zikmund, W. G., 2015.Essentials of marketing research. Nelson Education.
Armstrong, G and et al, 2015.Marketing: an in
Ahmed, P.K. and Rafiq, M., 2013.Internal marketing. Routledge.
opolšek, D. and Čurin, A., 2012. The role of employee relations in the level of internal
integration between logistics and marketing functions: the case of Slovenian retail
companies.Organizacija. 45(1). pp. 3-13.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. InFashion Branding and Consumer Behaviors(pp. 113-
132). Springer, New York, NY
Online
Seven Functions of Marketing. 2018. [Online] Available
through<https://smallbusiness.chron.com/seven-functions-marketing-56980.html>./
9